Marketing Performance Dashboards Setup

Marketing Performance Dashboards Setup

Company
🏦 Santander
Skill Area
📊 Data & Analytics
Tool Stack
Looker StudioGoogle AnalyticsPowerBISQL
📋

Overview

🔍 Context
Developed marketing performance dashboards for Santander Consumer Finance's digital channels across Netherlands and Belgium markets, facilitating data-driven decision making within teams and leadership.
💬 Challenges
• Create unified views of marketing performance across digital channels • Enable data-driven decision making for budget allocation, profitability assessments, strategic decisions on topics such as growth • Provide actionable insights for channel optimization and growth opportunities • Establish consistent reporting for HQ presentations, stakeholder communication and C-level ExCo meetings
🚀 Objectives
• Fragmented data across multiple marketing channels and systems requiring unified reporting • Complex attribution models spanning online and offline conversion touchpoints • Need for real-time performance visibility for rapidly changing conditions • Executive requirement for high-level insights without overwhelming technical detail
👨‍💻

Scope & Responsibilities

  • Dashboard Architecture & Development: Led end-to-end design and implementation of various marketing dashboards, integrating data from multiple sources including Google Ads GA4, CRM system, while setting up lower funnel / offline data imports going to GA4 via Measurement Protocol to also use for dashboards.
  • Data Integration & Modeling: Established data pipelines connecting various marketing touchpoints, creating unified datasets that enabled cross-channel performance analysis and attribution modeling.
  • Executive Reporting: Maintained responsibility for monthly performance presentations to HQ leadership as well as local C-levels in ExCo meetings, presenting and translating data insights into actionable business recommendations / requesting approvals on respective further steps for channel growth. Also regularly presented results to CFO to ensure maintenance of profitability and availability of continued budget.
  • Stakeholder Alignment: Collaborated closely with Sales and CRM teams to create dashboards that served multiple business needs. Developed lead projection dashboards that allowed the Sales team to plan their agent capacity planning based on marketing campaign forecasts - while coordinating with CRM on email campaigns to fit projections / Sales’ requirements
  • Quality Assurance: Implemented data validation protocols and automated alerts to ensure accuracy and reliability of executive-facing reports
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Examples - Technical Solutions

Example Paid Search Performance Dashboard (Redacted Data). This Looker Studio dashboard connected online and deep / bottom funnel metrics from KYC portal (reporting acceptance) broken down by paid search dimensions.
Example Paid Search Performance Dashboard (Redacted Data). This Looker Studio dashboard connected online and deep / bottom funnel metrics from KYC portal (reporting acceptance) broken down by paid search dimensions.

Multi-Source Data Aggregation: Connected separate data sources including:

  • Google Analytics and Google Ads performance data
  • CRM system (SAS 360) for lead lifecycle tracking
  • Affiliate network performance metrics
  • Organic search and SEO ranking data
  • Social media advertising platforms
  • Email marketing automation platforms, etc.

Dashboards Development: Built interactive dashboards in PowerBI and Looker Studio featuring:

  • Channel-level RORWA (financial services’ ROI) performance
  • Lead volume and quality metrics across acquisition channels
  • Conversion funnel analysis from click to loan booking
  • Geographic performance breakdown (Netherlands vs Belgium)
  • Trend analysis and month-over-month comparisons

Real-Time Monitoring: Implemented alert systems for:

  • Budget pacing and spend optimization
  • Performance threshold monitoring
  • Data quality and integration issues